Brian Anthony Hernandez2013-04-25 18:36:19 UTC
Mary and Martha, starring Oscar-winner Hilary Swank and nominee Brenda Blethyn, tells the dramatic story of two mothers who bond over the malaria-induced deaths of their sons.
Leading up to the film's U.S. release this month on HBO, the network teamed up with nonprofit organization Malaria No More and pharmaceutical company Novartis to help treat children with malaria, a disease that reportedly kills more than 1,400 kids per day globally.
For every video view of the film's trailer — posted on HBO's YouTube channel — Malaria No More said it would provide a "full course of treatment" for a malaria-stricken child in Africa.
Malaria No More promised as many as 50,000 treatments would be sent if the video attracted just as many views. The campaign spread on social media and quickly hit that 50,000 mark.
"In the past week, we’ve heard countless stories of individuals who saw the film and have since been inspired to join the malaria fight," Martin Edlund, CEO of Malaria No More, told Mashable. "That’s exactly what we all wanted to happen –- for people to be moved to take action. And today, being World Malaria Day, we have an easy way for people to help."
Today, Malaria No More promised 50,000 additional treatments — dependent on views.
Mary and Martha on HBO in the U.S. on April 20, just days before World Malaria Day on April 25. The film had initially debuted on BBC in the United Kingdom in March.
HBO will replay Mary and Martha at these dates and times (listed in EDT):
April 25 (12:15 p.m., 9 p.m.)
April 28 (3:30 p.m., 12:30 a.m.)
April 30 (8:30 a.m., 6:15 p.m.)
May 4 (1 p.m.)
May 6 (12:30 p.m., 9 p.m.)
May 9 (4:50 a.m.)
May 11 (10 a.m.)
May 15 (4 p.m.)
HBO2 will also air the film at these dates and times (listed in EDT):
May 5 (9:55 a.m., 8 p.m.)
May 8 (12:10 a.m.)
May 13 (10 a.m., 10 p.m.)
May 21 (9 a.m., 8 p.m.)
May 25 (4:45 p.m.)
May 31 (6:05 p.m.)
Image courtesy of HBO/David Bloomer
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